ABSTRACT
Companies always seem to do corporate planning in order to develop a new marketing stance. They go through the process and out comes a new marketing strategy. Some people think that corporate planning and long-range planning are synonymous. Sometimes the major decisions are forced upon a company because of some momentous change that occurs outside it in its business environment, such as a shift in the market, the appearance of a new technology or a change of government. There is a differentiation between a corporate plan and a strategic plan. Student can have a strategic plan for any major part of an organization. Historically, the 'business plan' arose from the 'budget'. Most companies, having carefully prepared their one-year budget and their business plans, believe they have carried out all the systematic company planning they need to do.
